Purpose Brand management and marketing have focused on brand-new goods, thus largely neglecting the emergence of markets for used products. This study sheds light on how consumers determine the perceived value of fashion brands in online flea markets. In addition, this study aims to illustrate how fashion brands are perceived when sold second-hand in Facebook flea markets. Design/methodology/approach Empirical data, consisting of internet discussions, were collected for this study from seven Facebook flea market forums between Fall 2014 and Fall 2015. The discussions were analyzed by means of qualitative content analysis. Findings In the context of flea markets, the perceived value is negotiated and evaluated through six antecedents: perceived quality, price, design, origin, authenticity and brand availability. Not surprisingly, price and quality appear as focal aspects when determining the value of a used brand in second-hand markets. However, the aspects of availability, origin and design complicate the considerations of the perceived value and can distinguish between different flea markets for fashion brands. In online second-hand markets for fashion brands, the passing of time appears to be an important factor grounding the consumers’ considerations of the perceived value. Originality/value This study brings forward novel viewpoints to brand marketing by discussing the formation of the consumer-perceived value in the growing field of online second-hand sales of fashion brands.

The purpose of this study is to develop a holistic understanding of the drivers of consumer-brand identification (CBI) from a consumer's perspective; in other words, to explicate why and how consumers form identity-based connections with brands. In this conceptual study the drivers of CBI are discussed by weaving together different perspectives presented in the extensive literature on identity-based consumer behaviour. The study at hand conceptualizes the drivers of CBI by acknowledging consumer's personality, life tasks and life values together with brand personality, brand promise and brand community as the main factors underlying the realization of a selfbrand connection. The paper presents different scenarios for consumer-brand identification and related managerial implications. The study distinguishes three drivers of CBI: 1) the personality driver, 2) the lifestyle driver, and 3) the values driver. A call is made for empirical studies that would examine the significance of each driver of CBI in differing contexts and product categories. The challenges to and possibilities for brand identity management are addressed. The study challenges the different schools of thought prevalent in contemporary brand management literature in approaching the drivers of CBI more holistically.

The purpose of this research is to discern the different roles of media in the identity projects of the young. Building on the idea of social identification, the analysis is focused on defining the different ways and criteria in which their own media consumption is accounted for by the young when making sense of themselves and others. Empirical data for the study included 53 Finnish university students’ essays on their relationships with different media vehicles and contents. The findings indicate that media consumption attaches to the identity projects of the young by relating to their taste preferences, everyday concerns, lifestyles and life themes, thereby addressing the basic states of human existence, namely having, doing and being. The findings demonstrate that media consumption connects with five different identity projects: (a) being a global citizen, (b) being a student, (c) being young, (d) being a devotee and (e) being healthy.

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This study represents 'nudging' interventions aiming to promote healthier food choices by altering the environment where choices are made, without price incentives. The study focuses on the activation of a consumer's different consumption motives immediately prior to making food choices, thereby drawing a direct goal-priming approach that is postulated to stimulate congruent behaviours. The twofold purpose of this experimental research is to (1) evaluate the usefulness of direct goal priming when aiming at healthier food choices and (2) to identify the boundary conditions that either favour or inhibit the emergence of motivational priming effects. This purpose contributes to the literature on consumer health behaviour in two ways. First, it reveals new motivational origins for health-goal priming effects. Second, it gleans unprecedented empirical evidence for the moderating capacity of consumers' values. Direct priming of a health goal proved to be effective in steering consumers towards healthier food options. Surprisingly, however, responsibility and status primes also led to an increase in choices of healthy food products. Moreover, a moderation analysis showed that the consumer's values (achievement, conservation, and universalism) play an important role in how goal priming works. Thus, the success of priming greatly depends on the underlying values of the consumers.